engleski

Country of origin as an indicator of food safety - the legislative framework and consumer perception

According to European regulations, the indication of the country of origin or place of provenance of the food is obligatory, where its omission could mislead the consumer of true country of origin or place of provenance [1]. The indication of origin is currently mandatory for some foods groups, such as beef and beef products, honey, fruit and vegetables, fish and olive oil, and additionally when food declaration has statements, pictures, terms or symbols of some specific country. The country of origin or place of provenance of the primary ingredient have to be indicated when it is different from the country of origin of the final products. New EU Regulation, which enters into force in April 2020, prescribes the manner of declarations of the primary ingredient origin [2]. Voluntary indications such as geographical statements included in, or accompanying the name of the food, may also be part of product designations protected as geographical indications according to specific EU legislations. A country of origin is often perceived by consumers as a product attribute, affecting their perception of product quality and safety. The influence of the country of origin on consumer’s perception of product safety depends to their knowledge of the country and, in certain cases, the level of economic development of the country [3]. Many consumers will rather choose products manufactured locally or products produced in countries with cultural, political and economic similarities with their homeland [4]. Researcher have shown that the country of origin of food can automatically influence costumers evaluations and behavioural intentions. Therefore, a country of origin a signal to predict food quality prior to purchase for consumers with limited prior experience and when facing increasing insecurity about food safety. Consumer education and understanding of labelling of food origin will help consumers to make the right purchasing decisions that will be a guarantee of food quality.

country of origine, consumer perception

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